Buying time not megabytes
- 71.6% of Kiwis have run out of mobile data at some point
- More than 70% don’t know how much mobile data they’re using to browse or stream
- 43% worry about the cost of using data
According to new research commissioned by 2degrees, Kiwis are more dependent on mobile data than ever before. No surprises there. But when it runs out they’re finding themselves in some awkward situations – having to put groceries back, needing directions from traffic officers and botching new love interests.
Yet despite the ever-growing demand for data, four out of five Kiwis surveyed still don’t know how far a megabyte will take them, meaning their ability to understand their data use and prevent these awkward situations is taking a hit.
To help solve this problem, Roy Ong, 2degrees Chief Marketing Officer says “2degrees is today launching Data Clock, an app that allows Prepay customers to purchase unlimited data on a time basis. Pricing will be dynamic and will vary from day-to-day but introductory pricing will start from as little as fifty cents.”
In partnership with Finnish company Comptel FWD, 2degrees is the fourth telco in the world and the first in NZ to offer this innovative solution.
“We’ve found people don’t understand how much data they need but interestingly at the same time we’ve never seen more data use on our network. An overwhelming 73% of respondents did not know how much data it takes to stream a movie and 80% didn’t know how much data they consume when they browse the internet so why only charge on that basis?
“Unlike megabytes and gigabytes, time is something everyone understands. Now you can download the app, purchase a pack and you’re done, it’s that simple – no more embarrassing moments at the supermarket. We hope.”
On a lighter note, 2degrees’ research showed Kiwis’ increasing dependence on mobile data was leading to some interesting situations.
“Having the ability to top-up instantly for the time needed, will definitely help people out of a tight spot,” adds Roy.
Some of the stories reported by survey respondents included:
- A woman who had just moved to Napier and was on her way to her first day at her new job worried about the impression she made: “I arrived late on my first day because I had run out of data and couldn't look up the address or where to go on Google Maps. They all thought I was just late, but really I was lost.”
- One respondent got stuck on an Auckland motorway: “Google Maps stopped working as I ran out of data, Police pulled up as I was on the side of [the] motorway and assisted [me] to get to [my] destination.”
- A number of respondents had purchases like groceries decline due to insufficient funds and an inability to check and transfer money: “Trying to make a purchase at a shop, and my EFTPOS card declines. But I can't check or transfer money on the spot because I have no data to use the app.”
- A man whose lack of data almost cost him his new love interest: “Trying to talk to a new girlfriend and I run out of data, then she thinks I am not interested.”
Data Clock is now available for all 2degrees Prepay customers.
Introductory time-based options:
Data Clock Terms and Conditions
Fair Use Policy applies. Only available on eligible smartphones. Personal NZ data usage only, excl tethering or mobile wifi hotspots.
See 2degreesmobile.co.nz for full T&Cs and the Data Clock App for details.
Regional breakdown of research
- Aucklanders are most likely to have run out of data at some point (74%)\
- Aucklanders and Wellingtonians are most likely to be using more data than a year ago (58%)
- Aucklanders were least likely to know how much data it takes to browse the internet for an hour (86% don’t know)
- Wellingtonians were most likely to worry about the cost of using data (56% worry)
- Wellingtonians and Aucklanders are most likely to be using more data than a year ago (58%)
- 82% of respondents from Waikato don’t know how much data it takes to browse the internet for an hour
- 61% of respondents from Waikato worry about the cost of using data
- Cantabrians were most likely to know how much data it takes to stream a movie (29% know)
- 78% of Cantabrians don’t know how much data it takes to browse the internet for an hour
- 40% of Cantabrians worry about the cost of using data
- Respondents from Otago were least likely to have run out of data at some point (65%)
- Respondents from Otago were least likely to be using more data than a year ago (51%)
- Respondents from Otago were least likely to worry about the cost of using data (24% worry)
- Respondents from Otago were most likely to know how much data it takes to browse the internet for an hour (24%)
- Respondents from Otago were least likely to know how much data it takes to stream a movie (24% know)
Research was carried out via an online survey with a sample of 1,000 New Zealanders aged 15+ by Pureprofile between 23 February - 1 March, 2017. All respondents had a mobile phone that they used to access the internet.